Top 3 Hospital Rebranding Trends

Marianne Aiello, for HealthLeaders Media , January 16, 2013

3. To emphasize a focus on health
As healthcare reform has prompted an increase in population health initiatives, "health" has become more of a buzzword than ever. Some marketers I've spoken with worry that swapping "hospital" for "health" will make people confuse their organization with a gym, but many are taking that risk.

One of them is Lodi (CA) Health, which changed its name from Lodi Memorial Health System this year.

"Honestly, we've been an integrated health system for a long time now," Lodi Health President and CEO Joe Harrington said in a statement. "We need a name that better reflects our system, and believe Lodi Health captures that."

The health system is also rolling out a new tagline—"Your care, our compassion"—to highlight its renewed emphasis on personal health.

I will particularly keep an eye on this trend. I'm curious to see if the change from "hospital" or "medical center" to "health" resonates with patients.

In branding, as in life, there is no reward without risk. Time will tell if these three trends were worth it.

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2 comments on "Top 3 Hospital Rebranding Trends"

RC (9/22/2015 at 10:19 AM)
So a pretty new logo, at the taxpayers' expense, is supposed to make 'health' 'care' better? How often do other big corporations revamp their 'identites'? New logos, revamped signage, stationery, new paint, new uniform colours, website overhauls, etc etc etc cost thousands upon thousands that should be invested in things like wait lists, beds, competent doctors, etc. But I guess that's just not shiny or sexy like a pretty new logo. Overpaid hospital administrative staff are bad enough a joke... let's form a very important committee and ponder a pretty new logo/rebrand every five or so years and try to throw a blanket over the same lame 'health care'.

jason snyder (1/18/2013 at 4:22 PM)
Hi Marianne. Very interesting article. It's amazing to me, though, that healthcare execs and marketers believe that "rebranding" can accomplish the things they want such an effort to accomplish, including differentiating, communicating value, etc. As you know, health care is undergoing seismic changes. What worked before will not work now, whether it be patient care or administration. Healthcare execs need to start looking at marketing and communications in the same way. I wrote a blog about it at I'd be interested in everyone's thoughts. Thanks! Jason Snyder




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